Hola, Hallo, Hi

Welcome to the Autodesk Brand Hub—the place to learn about what makes Autodesk uniquely Autodesk. It explains what defines and inspires our brand, and shows you how to express who we are consistently and coherently. Why? Because the world needs to get to know us. Read on and help tell our story.

IMAGE
MATTERS

Out with the old

For more than three decades, Autodesk has pushed the possibilities of what it means to create, and helped our customers exploit the opportunities found in what’s new and what’s next. Now, we’re ushering in an era of advanced design that will change everything. And yet, we’re still seen by too many as “the AutoCAD company.” Because, for years, our products were our identity.

While a superior product experience will always be crucial, things are changing. We’re reaching new markets and new audiences, and transforming how our products are delivered and used.

In with the new

In this new era, great product won’t be enough. We need a great brand too. Autodesk itself must become our “flagship product.” It must be distinctive, meaningful, and yes…lovable (there, we said it). Because when it comes to differentiation, demand, and loyalty, emotions matter (and there’s plenty of research to prove it). So let’s all get in touch with our inner brand, shall we?

In with the new

In this new era, great product won’t be enough. We need a great brand too. Autodesk itself must become our “flagship product.” It must be distinctive, meaningful, and yes…lovable (there, we said it). Because when it comes to differentiation, demand, and loyalty, emotions matter (and there’s plenty of research to prove it). So let’s all get in touch with our inner brand, shall we?

BUILDING
A BRAND

What exactly is a brand?

It’s not a logo. Or a name. Or a color.

A brand is what people feel, think, and say about a product or company.

Building that brand is all about telling a story. People love stories because they ignite emotion, and emotion leads to deeper bonds and loyalty. We can’t control what people think about us. But we can shape the story and focus on what we want people to remember. So let’s make it memorable. Let’s make it easier to understand us. To be inspired by what we stand for. Tell the story that only Autodesk can, and there’s no way they’ll forget.

OUR STORY
TOLD THREE WAYS

Image courtesy of Sérgio Merêces

The long-ish version

Our story is about human ingenuity and the drive to improve the reality around us. And that reality is radically changing. Thanks to new technologies, the way things are designed, made, and used is being profoundly altered.

Offering the most comprehensive portfolio of design, engineering, and fabrication software; cross-industry insights; and communities of dreamers, creatives, and innovators, Autodesk will do what only we can in this new era—bring it all together.

Here’s our story in
three sentences

We make software for people who make things.

If you’ve ever driven a high-performance car, admired a towering skyscraper, used a smartphone, or watched a great film, chances are you’ve experienced what millions of Autodesk customers are doing with our software. With Autodesk, you have the power to make anything.

Here’s our story in
three sentences

We make software for people who make things. If you’ve ever driven a high-performance car, admired a towering skyscraper, used a smartphone, or watched a great film, chances are you’ve experienced what millions of Autodesk customers are doing with our software. With Autodesk, you have the power to make anything.

And when all you’ve got is two words

That's our tagline. It’s the core of what we believe—that anyone can make literally anything they imagine when equipped with the right tools.

Story + personality =
why you’d want to talk
to us at a cocktail party

Autodesk attributes

A company is just like a person…it has a personality. Its story must be told in a way that reflects that personality.

The following attributes capture our unique persona. Use them as guidance in creating more memorable and coherent Autodesk experiences. Remember, they’re meant to guide you, not to be used verbatim in external communications.

Relentlessly curious and creative, we question the status quo and daringly seek new ways to solve problems. We are intelligent and thoughtful but friendly and modest.

In over three decades of our history, we’ve guided customers through technological revolutions and disruptions. We are no start-up. Our solutions offer the credibility and reliability of an industry leader.

We believe that everyone has the power to change the world through design when given access to proper creative tools and resources. We empower and celebrate communities of creators, because truly transformative change can be achieved only through mass collaboration. Our vast collective experience allows us to share insights and knowledge.

We are authentic, true to our principles, and we try to do what’s right. We always strive to balance far-reaching visions with everyday practicality. We are driven by the desire to improve the reality around us by creating better products, buildings, and cities. We are established and experienced, yet youthful and casual.

We inspire the designer in everyone—from kids to seasoned professionals—by helping unleash and channel their creativity so they can exercise their passions and solve problems in ways never before possible. As big-picture thinkers, optimistic about the future, we lead by example.

This spectrum is designed to help you better understand how to apply the overall brand attributes into specific design or content. Each end of the spectrum represents what it looks like to have too little or too much of a quality; use it as a guide to better tune how you express the attributes in your work.

BUILDING BETTER
EXPERIENCES

Autodesk in their words

A brand isn’t just one thing. It’s everything from the dialog box in a product to a social media post to a 10,000-person event. Every way we connect with our customers, big or small, is an experience that tells them who we are and who we aspire to be.

Take a look and see how Autodesk leadership thinks we can do that.

Who we are

“We want to solve problems and come up with leading edge ideas—the question is how do we do that? We collect people from every corner of the planet, passionate about their work and about their impact it has on communities worldwide. We are eternal students, using our different backgrounds, perspectives and disciplines to push one another to grow both personally and professionally. And we seek the discomfort that comes with diverse voices, knowing that our solutions will be better because of our engagement in challenging dialogue.”

Daniel Guillory
Director, Head of Diversity & Inclusion

How we speak

“Nowhere is our personality more apparent than in the way we speak. How we use language must capture the spirit of our beliefs and purpose, and represent our culture and the characteristics we want to embody. Whether we are seeking to inspire a child to change the world or a professional to simply be more efficient, that personality should shine through in everything we say. It not only makes it easier for our audience to recognize us, but to relate to us as well.”

Greg Eden
Vice President, Brand & Communications

How we engage with our customers

“To earn our customers’ trust, we must provide more than just a good product. We must prove to them that we are a true partner with an articulate, relevant, and inspiring vision of the future, a partner who can help them achieve their goals. We must tell our story—the story that differentiates us from our competitors—and in so doing, draw others like us into a shared vision of a better world.”

Andrew Anagnost
Chief Executive Officer

How we sell

“Selling is about taking the time to understand the customer’s key business issues and what matters most to them. We then share insights into the future of making things and how to navigate technology-driven transformations like moving to the cloud. We show them how Autodesk–our people, our technology and our know-how–can help. Every day, we invest in these relationships so that we continue to earn their business as subscribers.”

Steven Blum
Senior Vice President, Worldwide Field Operations

How we support our customers

“Autodesk succeeds when our customers succeed. Each day customers interact with us, in person and online, seeking help on what to buy, and then how to use and manage their products and services. We should have a reputation for being helpful not only when asked, but more importantly, helping proactively with useful guidance and suggestions on making our customers more successful. Our reputation becomes our true brand, customers will decide if it’s a good one or not. Everyone in Autodesk contributes to that reputation.”

NOW
GO FORTH

Tell our story

We hope these ideas will help you better express the Autodesk difference, make our personality shine, and yet still provide you with the creative flexibility to leave your mark on the memorable Autodesk experiences you create.

Now get out there and tell our story. And always remember: You are Autodesk.

Get started

For more details on how to use each of our brand elements to create a consistent and engaging Autodesk story, visit the Brand Elements section.